No Water Necessary: P&G Beauty Unveils New Hair Care Brand; WATERL<SS

CAPE TOWN, South Africa, March 4, 2019 /PRNewswire/ -- The Procter & Gamble Company has announced the launch of its first new retail hair care brand globally in four years. The new WATERL<SS hair care collection from P&G Beauty will launch in Cape Town, exclusively at select Clicks stores, one of South Africa's leading retailers.

The range is designed to cater to the different hair care needs of all women without the need to use a drop of water and includes: an ultra-lightweight Foam Dry Shampoo, a residue-free Dry Shampoo spray, Dry Conditioners and alcohol-free Hair Refreshers.

According to the World Wildlife Fund, only 3% of the world's water is fresh water and by 2025 two-thirds of the world's population may face water shortages. Leading market research firm, Mintel, has also found that 27% of consumers are trying to reduce their water usage.

The new WATERL<SS brand was previewed by P&G's Chief Marketing Officer, Marc Pritchard, during the World Economic Forum in Davos as part of P&G's new "innovation agenda", the 50L Home, which will bring together companies, policy makers, and communities to develop scalable innovations for the home that help solve the urban water crisis.

"At P&G Beauty, our goal is to be both a force for good and a force for growth. We remain committed to providing every woman with products that work for her unique hair care needs. Water is a precious commodity that is under great stress, and we believe that we can play a role in helping people achieve the end result they desire despite water shortages through insightful and meaningful innovation," said Alex Keith, CEO, P&G Beauty.

"With South Africa battling severe climate change, we are excited to partner with P&G Beauty to provide consumers with this world-first innovation in water-less haircare that will not only help them reduce their impact on the environment, but change the way they look at hair maintenance," said Jamie Lane, Head of Trade at Clicks.

Additionally, the WATERL<SS brand will join forces with The Nature Conservancy to champion water preservation by supporting The Greater Cape Town Water Fund's effort to return 50 billion liters of water to the region's supply system, in order to address the issue of long-term water security concerns while tackling immediate social and ecological priorities.